Create Google Ads Conversion Tracking
Prepared by: Mafuj Ibrahim
This SOP will walk you through, step—by—step, how to properly structure your Google Ads Conversion Tracking.
WHY IS THIS IMPORTANT?
Your Google Ads account structure lets you control how ads are triggered and where and when they fire the Conversion Goal. When this is set up properly, you optimize the traffic you’ll receive from ads, as well as get the dedicated conversion, and increase your ROI.
- Split testing your ads is critical to your success and when doing so, we recommend you only change one thing at a time.
- For example, if you have 3 different ads running you would only change the headline #1 from version A to version B and so on.
- The reason for this is that if you change more than one element of the ad, you will not know exactly which element of the ad was responsible for the increase (or decrease) in performance.
- By setting up conversion tracking, you can determine which ads/keywords/campaigns/ad groups are generating the most revenue and which ones you should pause, improve, or delete altogether.
- In addition, you’ll be providing Google with this data and they will be able to find more customers just like that so you can make even more conversions!
Category
By selecting a category, you will have an easier time segmenting your campaign reports.
Selected campaign report category
Conversion Name
Give your conversion an intuitive name.
Value
If you track leads, enter the average value from Each lead.
If you only Sell one type of product, enter the value of Each sale. For example, if you sell only one product for $20, assign a value of $20. For each sale, Google Ads will record a value of $20.
If you sell Multiple Products with varying costs, you may choose to give Different Values for each Conversion. Generally, though your ad group may only lead to a single product or group of similar products.
Count
When selecting this option, keep in mind how you want your conversions to be tracked.
Every: If someone clicks your ad and completes 2 separate purchases on different occasions, 2 conversions are recorded. Recommended for physical products.
One: Here you are tracking leads. Someone clicks your ad and enters their information twice on your website. Only 1 conversion is reported per click. Recommended for SAAS and other non-physical product signup.
Conversion Window
To record conversions that happen within 30 days after an ad impression set a window of 30 days. You may want to start with a wide conversion window until you get data on average days to conversion (particularly if you are selling a high end product or service with a longer sales cycle).
To see how long it takes your customers to convert, segment your reports by ’Days to conversion’
Install Tracking Code
Now that your conversion action has been created you need to install the tracking code on your site.
If you use Google Tag Manager, we recommend you select that option.
Otherwise, you will need to install the script manually to the header of your site so that the code is on all pages of your site.
Google Ads
SOP 01: Create a Google Ads Campaign
SOP 02: Google PPC Campaign Setup
SOP 03: Google Ads Conversion Tracking
SOP 04: Create a Google Display Ads
SOP 05: Google Keyword Planner for Free
SOP 06: Create a Google Ads Account
SOP 07: Google Ads SOP for PPC / Search Ads
SOP 08: Google Display Ads Creation
SOP 09: Google Performance Max Ads
SOP 10: How to Create a Google Shopping Ads Campaign
SOP 11: Google Ads Video Campaigns
SOP 12: Google Demand Gen Ads
SOP 13: Google Smart Ads Creation
SOP 14: Google Ads Remarketing Tag Setup